Contemporary Issues in Marketing and Consumer Behaviour This page intentionally left blank Contemporary Issues in Marketing and Consumer Behaviour Elizabeth Parsons Senior Lecturer in Marketing, Keele University, Keele University, Keele, Staffordshire, UK Pauline Maclaran Professor of Marketing and Consumer Research, Royal Holloway, University of London, UK AMSTERDAM • BOSTON • HEIDELBERG • LONDON • NEW YORK • OXFORD PARIS • SAN DIEGO • SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO Butterworth-Heinemann is an imprint of Elsevier Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP, UK 30 Corporate Drive, Suite 400, Burlington, MA 01803, USA First edition 2009 Copyright © 2009, Elizabeth Parsons and Pauline Maclaran. Published by Elsevier Ltd. All rights reserved The right of Elizabeth Parsons and Pauline Maclaran to be identifi ed as the authors of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: Phone ( ϩ 44) (0) 1865 843830; fax ( ϩ 44) (0) 1865 853333; email: [email protected] . Alternatively visit the Science and Technology Books website at www.elsevierdirect.com/rights Notice No responsibility is assumed by the publisher for any injury and/or damage to persons or property as a matter of products liability, negligence or otherwise, or from any use or operation of any methods, products, instructions or ideas contained in the material herein. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record for this book is available from the Library of Congress ISBN: 978-0-7506-8739-3 For information on all Butterworth-Heinemann publications visit our website at www.elsevierdirect.com Typeset by Macmillan Publishing Solutions ( www.macmillansolutions.com ) Printed and bound in Great Britain 09 10 11 12 13 10 9 8 7 6 5 4 3 2 1 Working together to grow libraries in developing countries www.elsevier.com | www.bookaid.org | www.sabre.org Contents PREFACE vii CONTRIBUTORS ix Chapter 1 Introduction: Marketing in the Contemporary Organization 1 Elizabeth Parsons and Pauline Maclaran Chapter 2 A History of Marketing Thought 13 Mark Tadajewski Chapter 3 Postmodern Marketing and Beyond 37 Pauline Maclaran Chapter 4 Arts Marketing 55 Krzysztof Kubacki and Daragh O’Reilly Chapter 5 Building Brand Cultures 73 Pauline Maclaran Chapter 6 Consumer Collectives 89 Nia Hughes Chapter 7 Gender and Consumer Behaviour 105 Lydia Martens Chapter 8 Ethical Debates in Marketing 121 Elizabeth Parsons Chapter 9 Sustainable Marketing and the Green Consumer 141 Caroline Miller Chapter 10 Social Marketing and Consumer Citizenship 161 Effi Raftopoulou Chapter 11 New Technologies of Marketing Research 177 Elizabeth Parsons Chapter 12 The Global Consumer 197 Emma Surman INDEX 213 v This page intentionally left blank Preface The need for marketers to be fl exible and adaptable to the changing world around them has never been greater. As competition in markets grows apace, and consumers make ever more demands on the companies from which they choose to purchase, marketers must be increasingly sensitive to a multitude of shifting socio-cultural nuances. This book is intended to draw together a range of key topics that provide an overview into the changing dynamic context within which marketing is taught and practised. Overall, the topics are designed to keep students abreast of current think- ing in marketing and consumer research. With an emphasis on socio-cul- tural perspectives, all of the chapters have been written by experts and often challenge traditional views of marketing. The principal market for this book is fi nal year marketing undergradu- ates and students on post-experience and postgraduate marketing pro- grammes. It is designed to be the recommended reading on courses that explore contemporary issues in marketing and consumer research. As such it functions as a complete off-the-shelf package, including class discussion topics and exercises. On other modules, such as marketing theory, consumer behaviour, ethics, macromarketing, marketing and public policy, social mar- keting and arts marketing, it is appropriate as supplementary reading. The themes addressed in this book will also be of interest to students in media and cultural studies, sociology, anthropology, CAM and consumer studies programmes. So, whilst the main focus of the book is directed at the market- ing community, it will also appeal to anyone who wants an accessible over- view of the latest thinking and developments in marketing and consumer research. Together the chapters are designed to provoke debate amongst stu- dents and encourage them to enquire further into the topics on their own. vii This page intentionally left blank Contributors Nia Hughes is Senior Teaching Fellow at Keele University, and prior to this she was Principal Lecturer at Staffordshire University. She recently gained a PhD from Lancaster University Management School, focusing upon aspects of consumption in the context of collectors and collecting, and employing an interpretivist approach. She is particularly interested in exploring the familial, social and cultural factors that infl uence consumers in their every- day lives. Her work draws upon ideas from sociology, anthropology and material culture studies, as well as consumer research. Krzysztof Kubacki is Lecturer in Marketing at the School of Economic and Management Studies, Keele University. He is a graduate of the School of Music in Legnica, Poland, and before joining academia was working as a musician for the Helena Modrzejewska Theatre in Legnica and the Opera Theatre in Wrocław, Poland. Although his main research interests lie in the relationship between marketing and music, he carries out research projects on a variety of marketing issues in Poland and Central Europe. He has pub- lished extensively across a number of marketing areas, including music, culture, the hospitality industry and knowledge management. Pauline Maclaran is Professor of Marketing and Consumer Research at Royal Holloway, University of London. Her research interests focus on cul- tural aspects of contemporary consumption, and she adopts a critical perspec- tive to analyse the ideological assumptions that underpin many marketing activities. In particular, her work has explored socio-spatial aspects of con- sumption, including the utopian dimensions of fantasy retail environments. She has published in internationally recognized journals such as the Journal of Consumer Research, Psychology and Marketing, Journal of Advertising , and Consumption, Markets & Culture. She has co-edited several books including Marketing and Feminism: Current Issues and Research and Critical Marketing: Defi ning the Field, and is a co-author of Two Continents, One Culture: The Scotch-Irish in Southern Appalachia. She is also Co-Editor in Chief of Marketing Theory, a journal that promotes alternative and critical perspectives in marketing and consumer behaviour. Lydia Martens is Senior Lecturer in Sociology and Director of Post- graduate Training (Social Sciences) at Keele University. Her research inter- ests centre around the intersections between consumption and domestic life. She is working on a research agenda that includes gender and consump- tion, mundane domestic life, practices and products, and children, families and consumption. Together with Pauline Maclaran, she is currently leading ix x Contributors an Economic and Social Research Council seminar series on Motherhoods, Markets and Culture. She is author of Exclusion and Inclusion: The Gender Composition of British and Dutch Work Forces (1997), co-author (with Warde) of Eating Out: Social Differentiation, Consumption and Pleasure (2000) and co-editor (with Casey) of Gender and Consumption: Domestic Cultures and the Commercialisation of Everyday Life (2007). She has also published in various journals, including Journal of Consumer Culture , Consumption, Markets and Culture, Home Cultures, Sociology and British Journal of Sociology of Education . Caroline Miller is Lecturer in Marketing at Keele University. She has prior experience as a researcher at Manchester Metropolitan University. She has also practised in the private sector where she spent fourteen years working in the steel industry and has experience of running a family owned small/medium sized business. She gained a PhD in Philosophy studying women and entrepreneurship at Keele University and also has a Masters in Research and a degree in Business Studies and English. Her research inter- ests have a wide focus and include business start-up, gender, social exclu- sion (difference), sustainable practices in marketing and critical marketing. Her publications are international and interdisciplinary; examples appear in International Journal of Business and Economics and International Journal for Management Theory and Practice . Daragh O’Reilly is Lecturer in Marketing at the University of Sheffi eld Management School. Before joining the academic sector, Daragh spent sev- eral years working in a range of international sales and marketing roles. His recent research